Christian Rudder is the creator of OKCupid and a Harvard Mathematician so has crazy amounts of data to hand, and he knows how to use it

Fascinated by the actions that people take (Again not what they are saying, but what they are doing) he started to investigate ‘Big Data’ from Twitter, Reddit and other sources

This book is his in-depth findings of these details and research…

Because if you can understand what people actually need, then you can provide it without them even realizing

And the best part?

Its a good read and pretty damn funny too!

“In the first few pages of Dataclysm, Christian Rudder uses massive amounts of actual behavioral data to prove what I always believed in my heart: Belle and Sebastian is the whitest band ever. It only gets better from there.”—Aziz Ansari

Remember, its critical to understand how your audience works

You can know all the copywriting hacks, but without actually understanding people and your own audience, you’ll waste budgets and blow campaigns

Written in 1957, this book was originally an ‘inside tell all’ of the marketing space

Designed to blow open the doors of how marketers have been researching, writing and “manipulating” customers into buying…

But the thing is its actually a great marketing book by accident

In an effort to prove what these dastardly people are doing, it actually breaks down some great marketing methods better than most teachers do!

Its a very interesting read and you can usually pick it up at most 2nd hand stores fairly cheap, as he sold over 1 million copies!

“A classic examination of how our thoughts and feelings are manipulated by business, media and politicians, The Hidden Persuaders was the first book to expose the hidden world of “motivation research,” the psychological technique that advertisers use to probe our minds in order to control our actions as consumers”

Joe Sugarman is an actual legend and one of my favorite things about him?

Most of his case studies are from actual products he sold, not other peoples campaigns he ran

Based mainly around Direct Marketing, the precursor to Direct Response, it helped blaze the way forward in a potentially more difficult environment

These guys were selling MILLION’s of dollars back in the 80’s with direct mail, before even credit card purchases, phone purchases and the internet existed…

Think about that for a second

You had to get them open the mail and not throw it away, read your sales letter, take their cash or write a cheque, fill out the form and then post it back… to then receive the product a few weeks later

It was another time

If you’re struggling to get people to click a Facebook ad, then you can learn a LOT from this book alone

Remember BluBlocker Sunglasses?

That was Joe

And he made SO many sales its unreal

They sold 20 MILLION pairs sold at $60 a pair (At the time of printing the book)

That’s a cool 1.2 billion in sales if my un-caffeinated brain is working correctly

All from a sales letter in a catalogue delivered to your door…

Oh and this was back in 1986 people

He later went on to re-print the ad in multiple news papers and even took it onto tv

How can you make sure that you are delivering content to the right audience?

And more so, how can you leverage the persuasion and trust principles to make more sales?

Russell Brunson runs a similar direct response business to Digital Marketer, but his focus for this book is on sales funnels i.e the path you take your audience from a to z, to change the relationship for sales

One of my favourite things is his passion and enthusiasm for this field

He’s probably forgotten more than most know… he even had a huge box of swipe file ad campaigns as a child

When you buy his book, you get access to a $300 training event he recorded that may just melt your face off

At one point these guys were even selling their book for just $1 + Shipping…

Ask yourself how they can do this?

And why they would do this?…Because if you can learn that, you’ll crush sales in your business

(Oh and maybe add learn some killer segmentation and sales)

Read this book

Learn what they are doing, but better?

Learn why they do it so you can tweak edit and evolve it into your business…

Finally, its time to dive into the core content to help you improve you ad campaigns

These are the books I personally recommend to have sat on your desk to help write campaigns, create killer ads and learn from the greats

Step 5:Learn How To Reframe Your Lost Customers Objections Into New Sales

Do you know why Retargeting works so well?

There are segments of your audience who WANT to buy…but need something else from you

Most retargeting campaigns focus on simply reminding people…

But in reality there are other elements that specific groups of your audience need, to help them buy

Some need to desire what you have more

Others need to trust what your selling, your site or your product

Another segment makes up self imposed objections

And others just procrastinate and don’t take action till you twist the knife…

So rather than just running reminders, learn how to reframe these other segments of your audience

Ironically when this book came out, it was years until people embraced it

In fact, it was after marketers read it and started implementing the lessons, that it took off

After that, the school of Behavior Economics became more interesting, and marketers and businesses looked less at data, and more at psychology instead to help make the sale

Cialdini ran numerous studies for years and listed out his 6 triggers on influence:

Reciprocity

Authority

Commitment

Social Proof

Scarcity and

Liking

It wasn’t until his latest book where he lists the 7th element to be preframing the mindset of the audience to be most receptive..ideally by using the other 6 elements

People by from those they trust, they give back to those who give value to them, they trust the opinion of others, they follow through after an action has been started, and they buy from those they like…

One of the most important marketing books of all time, and that’s not an overstatement

If you can find the breakfast talk he gave at Yale, I highly suggest you watch it

Now that we’ve covered the last stage of learning how to reframe your audience, its time to help you improve your actual retargeting campaigns